haku: @author Chu, W. / yhteensä: 8
viite: 5 / 8
Tekijä: | Chu, W. Desai, P. |
Otsikko: | Channel coordination mechanisms for customer satisfaction |
Lehti: | Marketing Science
1995 : VOL. 14:4, p. 343-359 |
Asiasana: | CUSTOMERS MANUFACTURING INCENTIVES |
Kieli: | eng |
Tiivistelmä: | The authors consider two broad categories of incentives by which a manufacturer can motivate its retailers to provide high customer satisfaction: (1) manufacturer assistance that reduces the retailer's cost of providing customer satisfaction (CS assistance); and (2) customer satisfaction index (CSI) bonus. The authors show that if a retailer has a long-term orientation, CS assistance is a more effective coordination mechanism that induces the retailer to expend more effort at customer satisfaction. |
SCIMA